Breast Cancer Deaths in India Remain Alarmingly High; Novartis ‘Take Charge’ Aims to Change That

Breast cancer is among India’s most pressing public health concerns, with rising incidences in both urban and rural areas. On average, a woman in India dies of breast cancer every eight minutes - highlighting how urgently the country needs stronger awareness and early diagnosis. Often identified at later stages due to poor awareness and inadequate screening, it results in lower survival rates. And so, to fill in the gaps, pharma giant Novartis has launched the ‘Take Charge’ campaign in collaboration with Times Network. This promising initiative aims to encourage women and their families to play an active role in decisions about care, recovery, and quality of life. Speaking at the Times Network India Health Summit and Awards 2025, Amitabh Dubey,

Country President and Managing Director of Novartis India, underlined that effective cancer care goes far beyond medicines alone. He said there is a need for personalised treatment, open conversations between doctors and patients, and long-term support throughout the cancer journey.

What does the `Take charge’ campaign aim to do?

The campaign is focused on not just spreading awareness of breast cancer but also to shift the focus beyond diagnosis and treatment alone, empowering women and their families to take an active role in care decisions, long-term recovery, and overall quality of life. By encouraging informed participation, it aims to foster earlier action, better support systems, and more patient-centered breast cancer care. Many women delay seeking medical help or feel uncomfortable discussing breast health, even after noticing early symptoms. And so, it is important to promote regular self-examinations, timely screenings, and open conversations about warning signs - especially among younger women who often underestimate their risk. The campaign also highlights the vital role of caregivers and families, stressing that emotional support, accurate information, and timely medical guidance can significantly influence treatment outcomes and long-term recovery.

Also read: 5 Biggest Triggers of Breast Cancer, According to Experts

From early detection to recovery

Novartis has been collaborating with government agencies and local health systems to strengthen referral pathways, enhance early detection, and equip frontline health workers with the skills needed to identify symptoms sooner. Through community-based efforts involving ASHA workers, awareness campaigns, and structured referral mechanisms, the initiative aims to ensure that women showing early signs of breast cancer reach appropriate care without avoidable delays. A breast cancer diagnosis does not have to define or diminish a woman’s life. With early detection, personalised treatment, and sustained support, many women continue to lead full, meaningful lives. Campaigns such as Take Charge reinforce this message, empowering women to remain informed, confident, and active participants in decisions about their health.